Amazon has apparently been discussing some kind of "premium"
sports package as part of its Prime subscription service, the
WSJ's unnamed sources said.

Organisations Amazon has been in talks with include the National
Football League (NFL), the National Basketball Association (NBA),
Major League Baseball, ESPN, and others.

Through Prime, Amazon already offers subscribers on-demand movies
and TV shows, including exclusive original content like newly
launched motoring show The Grand Tour, starring Jeremy Clarkson.
But broadening this to sports could give it a key advantage over
rival Netflix, which has so far refused to touch live sports.

We've heard reports that Amazon is interested in sports before.
Back in September,
Bloomberg reported that the company was chasing the rights
for everything from the French Open tennis championship to
professional rugby, with a focus on sports with "global appeal."

Amazon did not immediately respond to Business Insider's request
for comment.

If the company does manage to acquire the rights to sufficiently
high-profile sports and leagues, it could help it assert
superiority over other on-demand video streaming services — and
would also present an unprecedented threat to traditional TV and
cable companies that also show live sports.